By: Wendy Greenwood, Contributing Author
Business as usual? Not for Marketing and Communications Professionals across the world. As people around the world grapple with the social and economic crisis during the COVID-19 pandemic, brands are responding in unusual and surprising ways. Here’s how.
Reassurance from company CEO’s
From the highest levels of an organization, brands remain committed to their customers and employees by keeping them informed about sweeping changes. No matter how difficult the news may be, the most effective messages are thoughtful and straight forward. Canadian Tire’s CEO, Greg Hicks, sent assurances that the company is doing the best they can to help and protect the well-being of customers and employees across Canada. He acknowledged the difficulties faced by families and ended on a hopeful note: “in times of uncertainty, we want to offer our support to one another. So, let’s continue to do just that, and move forward together.”
Helping in Authentic Ways
The needs of customers are changing daily, and marketers are responding with flexibility. As companies throughout the world are reviewing policies, relaxing rules and making changes, it’s up to marketing and PR professionals to get their messages out. Retailers such Sephora and H&M are extending their return policies and are offering free home delivery and returns for online shopping. Airlines are waiving change fees. The list goes on. Kudos to many grocery stores and pharmacies for providing seniors with special shopping hours, to protect them from crowds and to give them access to products which are currently in short supply.
Creating Solutions
In these uncertain times, marketers must pivot – and fast. As restaurants close dining rooms, many are serving up options such as take-out, drive-thru, curb side pick-up or delivery. Other brands are looking to virtual experiences to keep customers happy. After closing its gyms temporarily, Goodlife Fitness now offers its members free access to digital at-home fitness options.
Doing the Right Thing
In the U.S., Ford has dropped its national ads for vehicles. Instead, its raising awareness around a new program that provides financial assistance to customers who have leased or bought through Ford Credit and who are impacted by COVID-19. Still another campaign was pulled altogether by KFC, as the videos featured customers licking their fingers. In Canada, iconic QSR chain Tim Horton’s overhauled its annual “Roll Up the Rim to Win” campaign just two weeks before launch. Rolling up the rim of a used coffee cup to instantly reveal a prize would no longer work. Instead, $30 million in prizes were given away as a randomized cash register draw. Despite the time crunch, the brand still met its launch date.
Most brand marketers know that this is not a marketing opportunity.
Brands must continually balance the need to respond without taking advantage of the situation. Here are two good examples where companies found the sweet spot: keeping people employed while serving the greater good. In France, LVMH (Louis Vuitton) is converting three perfume factories to make hand sanitizer to address the shortage. As bars and restaurants close, some distilleries in the U.S. are making hand sanitizer to keep employees working and also increase critical supplies.
As this global pandemic continues to unfold, there will be more stories to share. More lessons to be learned.